belkinhero

How Belkin Streamlined
Digital Asset Management

In 2013 Belkin International acquired Linksys, the networking brand, from Cisco. In 2014, the company launched WeMo, its home automation and Internet-of-things (IoT) brand. In 2015 Belkin International underwent a re-organization to group its 36 international offices into verticals, and roll out global brand policies and standards.

When Belkin International came to Hero Digital, the company had two needs: a digital asset management system to replace its existing solution, which hadn’t kept pace with the growth of the company’s asset library, and help identifying and operationalizing common workflows across Creative, Marketing, Packaging & Localization.

Creating a System that Works for Everyone

Hero met with various key Belkin International executive stakeholders and the company’s core creative team to define six common project types and then 26 individual workflows across those six buckets. A consistent approval process was also implemented across workflows to ensure that all assets in the DAM meet brand standards. The Hero team then customized and deployed an AEM Assets (Adobe Experience Manager Digital Asset Management) system for Belkin International.

To ensure that the new system did everything needed, Hero and Belkin International developed a controlled vocabulary for describing, naming, and tagging assets. Hero then created an automated system for users to move assets from project working files to their proper place inside a folder structure in the DAM. Now, rather than wasting time digging around for a particular asset, users can easily find what they need either by drilling down through folders or by utilizing a faceted search based on keywords and tags.

Because Belkin International sales staff were often coming to marketing with one-off creative needs — wanting an asset in a different color for example, or a photo of a different size — Hero implemented the automated rendition feature in the DAM. Hero worked with Belkin International stakeholders to come up with some predefined sizes for assets commonly used on web, print, social channels so that when a user uploads a new asset those renditions are automatically created. The team also created a self-serve asset share portal so that sales, customers, partners, and product managers can get the files they need without having to ask a designer.

Improving Collaboration and Consistency

The workflow definition effort has improved visibility and collaboration across all departments of the marketing organization because the team can now view all components in a single dashboard and track an asset’s location within a project lifecycle in a way that they couldn’t before. The system has freed up time for the creative team, which can now focus on creating new assets rather than finding and editing old ones.

From a business perspective, the marketing leadership team also is now able to get better insight into what assets are being created as part of what project and when, and can begin to gather data on productivity, staffing, and headcount needs.

Routing assets through approval processes to ensure adherence to brand standards also has cut down on the number of assets that don’t meet standards.

Results

  • More than 52,000 assets migrated & easily searchable

  • Support for 32 offices across 3 global regions

  • Increased efficiency for marketing projects

  • 22 custom work flows across 6 unique project types

  • Consistent application of brand guidelines

Implementing a digital asset management system that saves time and money.
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